Marqui's Recipe for Compelling Content
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Marqui’s Recipe for Compelling Content March 18 th , 2010
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It takes a lot of ingredients to create great web content, but with Marqui’s recipe for success you won’t have to worry about stale content ever again. By developing sustainable creation strategies and understanding your visitors, you can engage your customers in meaningful conversations and help build relationships with prospects. This presentation will help you understand how you can: * Create content your visitors want to read * Engage your customers in a dialogue with meaningful content * Ensure that your content is always “fresh” * Develop a plan to maintain your ongoing content creation efforts
Transcript of Marqui's Recipe for Compelling Content
Marqui’s Recipe for Compelling ContentMarch 18th, 2010
Webinar Controls
• Click the button with the arrows to minimize your GoToWebinar controls
• Type your questions for us into the box at the bottom and press Send
What is the Value of Content? • Helps establish you as authority in your market• Helps increase your organic search ranking• Helps your long tail SEO strategy• Can help turns traffic into leads • Creates dialogue with prospects
Common Perceptions of Content• Website Copy• Images• Whitepapers, Case Studies• Videos• Webinars• Email
Whitepaper
Web Marketing Ecosystem
RSS
Case Studies
Blogs
Social Media
Members Sections
Landing Pages Micro-sites
PPC
Search Engines
Mobile Apps
Drip Email Campaigns
WebinarsWebsite
Subscriber Database
Sales
Content Creation Challenges • Not enough time or commitment • Content doesn’t have a consistent tone
or message• Expertise doesn’t come across• Content isn’t properly distributed
across ideal channels• Content isn’t relevant to target
audience
Ingredients for Compelling Content
Frequency• Keeping content updated often• Creating a maintenance schedule• Understanding what content is needed and
when• Establishing a content workflow
Content Release Schedule
Tweets 5 per day
Blog Posts 1 per day
Case Studies, White Papers
1 per month
“About Us” Page Once per year
Consistency• Maintaining a uniform tone across all content• Recognizing brand message and articulating it • Understanding keywords • Keeping your content focused on your customers• Remember the WeWe test!
Expertise • Establishing a
qualified/dedicated content development team
• Ensuring your subject matter experts are creating the right content
• Demonstrating expertise helps build trust
Relevance
“Companies that don’t realize their markets are now networked person-to-person, getting smarter as a result and deeply joined in conversation are missing their best opportunity”
The Cluetrain Manifesto
• Using Personas• Mapping Content to the buying process• Understanding customer pain points• Keep content specific
Consumption
WEBSITERSS
ATOM TWITTER
FACEBOOK LINKEDIN
BLOGS
DRIP EMAIL CAMPAIGNS
NING
BUZZMICRO-SITES
BLOG DIRECTORIES
SLIDESHARE
YOUTUBE PPC
BANNER ADS
WEBINAR
DELICIOUSTECHNORATI
ICE ROCKET
WIDGETS & GADGETS
SEARCH ENGINES
MOBILE APPSPODCASTS
PRESS RELEASE DIGG
STUMBLE UPON
MYSPACE
FRIENDSTER
FLICKR
WIKI
Recognition• Measure results
– Followers, Retweets– Subscribers– Leads– Sales– Return on investment
Summary• Creating compelling content is hard work but the payoff is
huge!• Master the key ingredients of frequency, consistency,
expertise and make sure you audience can consume it when they are hungry
• Measure your success and enjoy the recognition• Technology can be your friend. Put your effort into the parts
that can’t be automated
How Marqui Can Help
Attract
Engage
Nurture
Capture
Web ContentManagement
CampaignManagement
CRM / SFA
Sales-cycle
Lead score
Revenue
Sales-cycle
Revenue
